Moab Partners with Jeep for Two-Year Sponsorship Deal
A Landmark Partnership for Moab's Outdoor Legacy
Moab's Endorsement of Jeep as its Official 4WD
The Moab City Council unanimously approved a two-year sponsorship agreement with FCA US LLC, officially naming Jeep as the city's "Official 4WD." This decision came after Jeep was the sole respondent to the city's request for vehicle sponsorship proposals, highlighting the brand's unique connection with the region's off-road culture.
Financial and Vehicle Benefits for Moab
Under the terms of the agreement, Moab will receive an annual payment of $125,000 in unrestricted funds from FCA, totaling $250,000 over the two-year period. Additionally, Jeep will loan five vehicles to the city, a benefit estimated by city officials to be worth approximately $200,000 in saved lease, purchase, and insurance costs. City Manager Michael Black noted that this loaned fleet allows Moab to sell existing vehicles, potentially generating an additional $50,000 to $75,000 for the city's vehicle fund.
Marketing Commitments and Exclusivity
Jeep has also committed to a "Media Value Support Commitment" of $10 million over two years. While FCA retains full control over the placement and nature of these advertisements, this figure significantly surpasses Moab's annual tourism advertising budget. In exchange for this substantial investment, Jeep gains exclusive rights, preventing competing automotive brands from sponsoring Moab or its events. The agreement also grants FCA a worldwide license to utilize Moab's name and event footage in its marketing efforts, alongside dedicated email communications to the city's marketing list.
Commitment to Trail Preservation and Community Engagement
Beyond financial and marketing aspects, Jeep has pledged to undertake at least two trail maintenance or preservation projects in the Moab area annually. The brand will also sponsor two local community events each year and produce promotional videos about the city. For the upcoming 2027 Easter Jeep Safari, Jeep plans to collaborate with organizations like Red Rock 4-Wheelers and Tread Lightly! on a dedicated project along the Chicken Corners trail corridor, working in conjunction with public-land managers. Potential sponsored events include the Red Rock Arts Festival and Moab's 125th incorporation anniversary celebration in 2027, with a suggestion to shift the latter to the winter season to avoid the crowded spring.
Safeguarding Moab's Identity and Future
Councilmember Miles Loftin emphasized the importance of city oversight on Jeep's marketing campaigns to ensure that Moab's unique identity is not overshadowed. The agreement includes a provision for the city manager to pre-approve any use of Moab's name in Jeep marketing, with a 10-day window for objections. Councilmember Colin Topper highlighted that the two-year term incentivizes Jeep to genuinely represent "the soul of Moab" rather than merely commercializing it. To manage the increased workload from this partnership, City Manager Black proposed hiring a part-time staff member at the Moab Arts and Recreation Center, funded by the sponsorship proceed